International Expansion of Brands by Realization of Co-Branding Strategy

• Authors: Magdalena Grębosz , Jacek Otto
• Languages of publication: EN

Abstracts

EN

The process of internationalization implies a number of questions connected with brand management. The companies seek innovative methods of international brand expansion. These methods include - i.a. - brand extension, brand licensing, acquisition of patent rights and co-branding. The purpose of this article is to discuss and analyse the possibility of international expansion by realization of co-branding strategy. In the paper the results of existing and own research concerning the impact of co-branding on the international expansion of brands are analyzed. From a theoretical and practical standpoint, this paper contributes to brand alliances research and has provided a better understanding of application of co-branding strategy on international market.

Keywords

PL

Marka wspólna; Rynki międzynarodowe; Strategia marki; Zarządzanie produktem, Patenty

Brand strategy; Co-branding; International market; Patent; Product management

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Journal of Economics and Management
• Year: 2013
• Volume: 14
• Pages: 77-87

Contributors

author

Magdalena Grębosz

author

Jacek Otto

References

• Abratt R., Motlana P. (2002): Managing Co-Branding Strategies: Global Brands into Local Markets. "Business Horizons", Vol. 10-11.
• Balmer J.M.T. (2001): The Three Virtues and Seven Deadly Sins of Corporate Brand Management. "Journal of General Management", Vol. 27 (1).
• Chernatony L., McDonald M.H.B. (1994): Creating Powerful Brands. Butterworth- -Heinemann, Oxford.
• Clifton R. (2003): The Future of Brand. In: Brands and Branding. Ed. by R. Clifton, J. Simmons. The Economist, London.
• Gregory J.R., Weichmann J.G. (2001): Branding Across Borders: A Guide to Global Brand Marketing. McGraw-Hill Professional, New York.
• Grębosz M. (2008): Brand Management. Wydawnictwo Politechniki Łódzkiej, Łódź.
• Grębosz M. (2012): The Outcomes of Co-branding Strategy. "Chinese Business Review", Vol. 11 (9).
• Kapferer J.N. (1992): Strategic Brand Management - New Approaches to Creating and Evaluating Brand Equity. Kogan Page, London.
• Keller K.L. (1998): Strategic Brand Management - Building, Measuring and Managing Brand Equity. Prentice Hall, New Jersey.
• Keller K.L., Apéria T., Georgson M. (2008): Strategic Brand Management. A European Perspective. Pearson Education, Harlow.
• Kotler P., Armstrong G. (2009): Marketing. An Introduction. Pearson International Edition, London.
• Levitt T. (1986): The Globalization of Markets. In: The Marketing Imagination. Ed. by T. Levitt. The Free Press, New York.
• Michel G. (2004): Au coeur de la marque. Dunod, Paris.
• Murphy J.M. (1990): Brand Strategy. Director Books, Cambridge.
• Randall G. (2000): Branding - a Practical Guide to Planning Your Strategy. Kogan Page, London.
• Rao A.R., Qu L., Ruekert R.W. (1999): Signaling Unobservable Product Quality Through a Brand Ally. "Journal of Marketing Research", Vol. 36 (2).
• Rao A.R., Ruekert R.W. (1994): Brand Alliances as Signals of Product Quality. "Sloan Management Review", Vol. 36 (Fall).
• Simonin B.L., Ruth J.A. (1998): Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes. "Journal of Marketing Research", Vol. 35 (1).
• Ueltschy L.C., Lacroche M. (2004): Co-Branding Internationally: Everybody Wins? "Journal of Applied Business Research", Vol. 20 (3).
• Van Gelder S. (2003): Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets. Kogan Page, London.
• Voss K.E., Tansuhaj P. (1999): A Consumer Perspective on Foreign Market Entry: Building Brands through Brand Alliances. "Journal of International Consumer Marketing", Vol. 11 (2).
• Washburn J.H., Till B.D., Priluck R. (2004): Brand Alliance and Customer-Based Brand-Equity Effects. "Psychology and Marketing", Vol. 21 (7).

Identifiers

ISSN

1732-1948